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US travel promotion draws US$3.4 bil. in tourism in 2013

TAIPEI, Taiwan -- Brand USA, the nation's first coordinated campaign to promote the United States to international travelers, generated US$3.4 billion in tourism revenues last year.

Christopher Thompson, president and chief executive of Brand USA, noted, “Now we have a good foundation to build on, so the campaign is expected to expand to more countries."

In the financial year of 2014, consumer advertising efforts will expand to 10 key markets, with travel trade outreach in 20 key markets and co-op marketing even beyond that, Thompson said.

In fiscal year 2013, Brand USA generated 1.1 million incremental visitors who spent US$3.4 billion on purchases and U.S. carriers travel/fare receipts as a result of marketing efforts in eight of the markets where they operated, resulting in US$7.4 billion in total sales, supporting over 53,000 new U.S. jobs.

Brand USA also said it has a 97-percent partner retention rate, which enabled itself to double its funding and expand its partner base more than three-fold — from 87 core partners in 2012 to 339 in 2013, according to Brand USA.

Thompson added that Brand USA has successfully established a marketing platform that adds and creates value for partners and offers a national scope that Brand USA is uniquely capable of providing. This includes more than 100 co-op programs and 24 international trade shows, plus sales missions and more.

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